I have lived in my house for many years and I regularly get the posters and advertorial leaflet that fast food companies have printed and delivered by the hundreds every week. I generally toss these gloriously optimistic colour sheets into my recycling bin and think no more about it. Now of course, the supplier knows that is what the majority of his clientele does. Then for some reason the beast decides to up the ante and bring out a brand new design. less shiny, a bit less of the colour seeping through. Yes, an altogether less shouty, in our face folding leaflet lands on your mat and you take a good look this time. Now that is the power of the need to change up to a cleaner, more sophisticated design and ditch the greedy freeloading image that sometimes comes with fast food merchandising.